The Commitment Mix: Dimensions of Commitment in International Trading Relationships in India

Abstract

The authors identify five types of relationship commitment in international marketing relationships: value-based, affective, locked-in, obligation, and behavioral commitment. They develop and test scales to measure these dimensions on the basis of a study of India-based firms’ international business relationships. The dimensions are interrelated but distinct and vary according to relationship development, performance, and cultural context. The authors find similar patterns of commitment for better-performing relationships with partners in different regions of the world, but there are differences by region for poorer-performing relationships. The results have implications for developing and sustaining successful international marketing relationships and for further research.